Every client is unique, and understanding the types of clients your agency might work with is crucial for successful sales and long-term partnerships.
This section includes three common client personas you may encounter, with tips on how to adjust your pitch, address their pain points, and ultimately sell the value of social media services in a way that resonates with them.
Client Persona 1: The Traditional Business Owner
Overview:
The Traditional Business Owner is wary of digital marketing. They’ve relied on traditional methods for years and don’t see a strong need for a robust social media presence. They need to be convinced that social media can directly contribute to their bottom line.
- Typical Industries: Manufacturing, B2B Services, Construction
- Primary Objections: “Our customers don’t use social media,” “We’ve been fine without it so far.”
- Pain Points: Unfamiliarity with digital channels, fear of wasting money on intangible results.
- Preferred Communication Style: Straightforward, focused on ROI.
- How to Sell to Them:
- Use examples and case studies that show tangible results (e.g., leads, sales).
- Position social media as a way to complement traditional marketing and stay relevant.
- Emphasize the measurable impact, such as improved brand awareness, lead generation, and SEO benefits.
Suggested Pitch:
“Think of social media as an extension of the networking and relationship-building you’re already doing—except it reaches your audience 24/7. We can start small and focus on generating leads that directly support your business growth.”
Client Persona 2: The Overwhelmed Marketing Manager
Overview:
The Overwhelmed Marketing Manager is juggling multiple marketing channels and responsibilities. They recognize the importance of social media but struggle to find the time to plan, create, and manage content effectively. They’re looking for a partner who can take this off their plate.
- Typical Industries: E-commerce, Professional Services, Retail
- Primary Objections: “We don’t have the bandwidth to manage this,” “It’s hard to keep up with the content calendar.”
- Pain Points: Lack of time and resources, difficulty keeping up with trends, managing multiple client or product lines.
- Preferred Communication Style: Efficient, strategic, and process-oriented.
- How to Sell to Them:
- Emphasize how your agency’s process can save them time and free up their resources.
- Highlight your expertise in developing strategic content plans and managing the full content lifecycle.
- Show your ability to handle everything from ideation to publishing, allowing them to focus on higher-level marketing goals.
Suggested Pitch:
“With our support, you won’t have to worry about scrambling for content every week. We’ll handle the strategy, creation, and scheduling, so you can focus on executing your larger marketing initiatives.”
Client Persona 3: The Growth-Focused Entrepreneur
Overview:
The Growth-Focused Entrepreneur is driven and ambitious, always looking for ways to expand their business. They understand the power of social media but lack the strategic direction to turn followers into customers. They’re looking for a partner who can help them scale quickly.
- Typical Industries: Startups, B2C, Tech
- Primary Objections: “I need to see fast results,” “How quickly can we scale?”
- Pain Points: Achieving quick growth, managing fast-changing priorities, limited budget.
- Preferred Communication Style: Visionary, goal-oriented, and focused on big-picture growth.
- How to Sell to Them:
- Position social media as a critical tool for scaling their brand and acquiring customers.
- Focus on building a strategy that balances quick wins with long-term growth.
- Highlight case studies or examples of how social media has driven significant business outcomes for similar clients.
Suggested Pitch:
“We’ll design a social media strategy that’s not just about posting content—it’s about generating momentum and driving growth. Let’s work together to create a roadmap that aligns with your ambitious goals.”